Video Game Leverages AI Influencers for TikTok Ads!

In a surprising turn of events, the free-to-play game The First Descendant, developed by the creators of MapleStory, Nexon, has found itself in hot water due to its controversial advertising methods. Recently, the game was criticized for apparently utilizing fake AI-generated influencers in its TikTok ads, alongside the unauthorized use of a deepfake featuring a real streamer. In response to the backlash, Nexon has attributed the misstep to "certain irregularities" in their user-generated content campaign.

Launched in late 2022, The First Descendant is a third-person shooter that pits players against extraterrestrial adversaries, much like popular multiplayer titles such as Fortnite and League of Legends. The game operates in "seasons," each spanning several months and introducing new content. The current Season 3: Breakthrough commenced in August, during which Nexon actively promoted the event through its official TikTok account The First Descendant.

However, players quickly began to notice discrepancies in these promotional videos. What initially seemed like clips of popular streamers endorsing The First Descendant revealed themselves to be, upon closer inspection, AI-generated avatars. Key indicators included the streamers’ robotic-sounding dialogues, scripted content that lacked authenticity, and disconcerting facial and head movements. While casual viewers might have brushed off these details while scrolling, attentive fans recognized the telltale signs of artificiality.

Reddit user u/iHardlyTriHard took to the r/TheFirstDescendant subreddit to express their discontent, compiling several of the ads in a post and noting that they encountered four of these videos within just fifteen minutes on their TikTok feed. "It's really a kick in the teeth to TFD content creators for them to be using AI for ads like this instead of actual content creators," they lamented, identifying as a creator themselves.

To make matters worse, one of the TikTok advertisements featured a deepfake of an actual streamer, DanieltheDemon, without his consent. In a clip shared by u/iHardlyTriHard, the deepfake appeared to promote The First Descendant. However, DanieltheDemon quickly clarified that he had no affiliation with the game or the advertisement. In his own words, "I have no affiliation nor contract with The First Descendant. They stole my face/reactions from my most viral video and used AI to change what my mouth says and a voice that isn't mine. I did not consent for my likeness to be used…"

His most popular TikTok, boasting 8.3 million views, showcases him playing an indie horror title, The Guest. The controversial ad appears to have taken clips from this video, altered DanieltheDemon's mouth movements and voice using AI, and inserted gameplay footage from The First Descendant, misleading viewers into thinking he was endorsing the title.

Left: A screenshot from DanieltheDemon's most popular video. Right: A screenshot from 'The First Descendants' TikTok ad. Credit: Mashable edit: Screenshot from @danielthedemon TikTok video; screenshot from @firstdescendantofficial TikTok via u/iHardlyTriHard

In light of the controversy, sentiments among the community have soured. Reddit user u/darknessinzero777 expressed, "Honestly it's embarrassing. I genuinely believe the ads will actually hurt the game because anyone who was maybe half interested in checking it out would see these and think not a chance." Another user, u/Detpowell, lamented, "I have no idea how I can recommend this game to other people at this point without also completely ruining my own credibility in the process."

The First Descendant Developer Responds to the Outcry

In response to the mounting backlash, Nexon issued a statement addressing the issue. While they did not specifically mention DanieltheDemon's case, they clarified that they did not create the controversial advertisements. Instead, the videos were submitted by third-party creators as part of a marketing campaign. "As part of our marketing campaign for [The First Descendant] Season 3: Breakthrough, we recently ran a Creative Challenge program for TikTok creators," Nexon explained. "All submitted videos are verified through TikTok’s system to check copyright violations before they are approved as advertising content."

However, the developer acknowledged that they have become aware of "certain submitted videos" that appear to have been created under inappropriate circumstances. They are currently conducting a thorough investigation in collaboration with TikTok to ascertain the facts.

As TikTok's Creative Challenge program allows brands to call for user-generated content, it seems that the vetting process may require reevaluation. While Nexon has expressed concern, the lack of diligence in the ad approval process raises questions about their overall approach. With the AI-generated nature of the ads being rather obvious, Nexon’s ad vetting process could benefit from a more rigorous examination to prevent future missteps.

While Nexon is committed to reviewing the situation, they have indicated that the investigation is taking longer than anticipated. As the community awaits further updates, it is clear that the developer will need to exercise greater caution in approving user-generated ads moving forward to regain the trust of both creators and players alike.